ArticleBMJ open2017
Features of alcohol harm reduction advertisements that most motivate reduced drinking among adults: an advertisement response study.
Article in BMJ open, 2017. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 13 papers.
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Who cites it
13 citing papers in PubMed.
- Impact of health warning labels and calorie labels on selection and purchasing of alcoholic and non-alcoholic drinks: A randomized controlled trial.Addiction (Abingdon, England) · 2023Trial
- Can counter-advertising dilute marketing effects of alcohol sponsorship of elite sport: A field experiment.Addiction (Abingdon, England) · 2023Trial
- Effects of media campaign videos on stigma and attitudes towards treatment seeking for alcohol use disorder: a randomized controlled study.BMC public health · 2023Trial
- Can counter-advertising exposing alcohol sponsorship and harms influence sport spectators' support for alcohol policies? An experimental study.BMC public health · 2023Trial
- Article
- Features of Alcohol Harm Reduction Campaigns That Resonate With Older Adults: Insights From an Australian Qualitative Study Using Prompt Videos.Drug and alcohol review · 2026Article
- Addressing Parental Supply of Alcohol to Teens: Development and Message Testing of the Keep Their Future Bright Campaign.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2026Article
- Alcohol-cancer risk communication on social media: A content analysis of alcohol-related Instagram and TikTok posts.Alcohol, clinical & experimental research · 2026Article
- Changing public perceptions of alcohol, alcohol harms and alcohol policies: A multi-methods study to develop novel framing approaches.Addiction (Abingdon, England) · 2025Article
- The differential effects of parent-targeted alcohol harm-reduction campaigns with varying executional styles.Drug and alcohol review · 2025Article
- Alcohol consumption, drinking patterns and cancer incidence in an Australian cohort of 226,162 participants aged 45 years and over.British journal of cancer · 2021Article
- Comparing responses to public health and industry-funded alcohol harm reduction advertisements: an experimental study.BMJ open · 2020Article
- Informing drinkers: Can current UK alcohol labels be improved?Drug and alcohol dependence · 2018Article
Corrections and comments
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Authors and funding
7 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
objectivesTo improve the effectiveness of alcohol harm reduction mass media campaigns, this study aimed to (1) identify existing advertisements (ads) with greatest potential to motivate reduced alcohol consumption, (2) assess consistency across audience subgroups in ad effectiveness and (3) identify ad features associated with effectiveness.
designCross-sectional online ad response study with random assignment to view ads.
participants2174 Australian adult weekly drinkers recruited from an online panel. PROCEDURE: Participants were randomly assigned to view three of 83 English-language alcohol harm reduction ads. Each ad was viewed and rated by a mean of 79 participants. OUTCOME MEASURE: After viewing each ad, participants reported the extent to which they felt motivated to reduce their drinking. Ads were ranked from most to least motivating using predicted means adjusted for demographic characteristics and alcohol consumption. We compared the characteristics of the top-ranked 15% of ads (most motivating) with the middle 70% and bottom 15%.
resultsAn ad about the link between alcohol and cancer ('
conclusionsThe effectiveness of alcohol harm reduction campaigns may be improved by directly communicating alcohol's long-term harms to the general adult population of drinkers along with drinking guidelines. By doing so, campaigns can also efficiently influence high-risk drinkers and key demographic subgroups.
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